Specific Measurable Attainable Realistic Time-Oriented Recruitment Planning for Community Colleges

Transcription

1 Specific Measurable Attainable Realistic Time-Oriented Recruitment Planning for Community Colleges Moryah Jackson Program Director Recruitment and Community Outreach Midlands Technical College Columbia, SC SEM XVIII AACRAO 18 th Annual Strategic Enrollment Management Conference

2 Objectives: To identify the components of an effective recruitment plan To provide tips and best practices for creating a campus wide recruitment plan To illustrate how to create a seamless enrollment process for students

3 Midlands Technical College SC State Technical College System SACS Accredited Columbia, SC Over 100 programs Serves Richland, Lexington and Fairfield Counties 11,100 credit 30,000 non-credit 2 Middle Colleges Average age 27 42% male, 58% female 56% white, 32% black, 12% other Largest source of transfer students to Columbia College and the USC (outside USC System)

4 Purpose of Recruitment Identify Markets Attract What makes your institution the best first choice? Why should a student enroll at your institution? Enroll What is the enrollment process? Admissions, Financial Aid, Advisement, Registration When, where and how to enroll?

5 The Role of the College Recruiter Role and title vary from institution to institution Face of institution Internal and external marketing Facilitator Common responsibilities: Coordinating events and campus tours Visiting high schools Attending college fairs Targeting non-traditional populations Developing relationships with high school counselors Speaking with students and families Providing follow-up communications

6 Organization: Enrollment Services Director of Enrollment Services Administrative Assistant Student Information Recruitment and Community Outreach Advisement and Orientation Services Admissions Operations and Technology Services

7 Organization: Recruitment and Community Outreach Program Director Administrative Assistant Business/Industry Adult Coordinator Technical Scholars/HS/Middle College Coordinator Event/HS/Middle College Coordinator HS Coordinator Tour/On-Site Admissions Coordinator

8 Enrollment Services Work Flow Enrollment Services Council Admissions Technical Unit Student Information Recruitment and Community Outreach Admissions New Student Advisement and Orientation Services

9 Research - Schools How many students from the high school have graduated from your institution and at what degree level? How many students are currently enrolled from the high school? How many students have applied so far for the next fall? Have any students been denied or will be denied before your visit? What was the yield rate last year? Are there any volatile political issues? Review evaluations and notes. Who sets appointments for visits? What are the rules? Call back to confirm and determine how many materials are needed.

10 Research Non-Traditional Students What are my area demographics? What level of education to constituents have? What level of education do constituents need? What jobs are emerging? Who are the largest employers? Where do I find non-traditional students? Who are my contacts?

11 Research Area Competition What institutions of higher education are in the area? Where are they located? What do they offer? How do they target students? What is their enrollment process? Cost? How are they structured? What is their academic calendar?

12 Community Relationship Management Get to know area schools: Principals Counselors Teachers Has anyone expressed interest? May I have their names/contact information? How large are classes? Do you host events? If so, when? Do you need any special information?

13 Community Relationship Management Get to know: HR Directors Non-Profit Executives Church leaders Has anyone expressed interest? May I have their names/contact information? Who is your target population? Do you host events? If so, when? Do you need any special information?

14 Creating an Effective Recruitment Plan Campus wide recruitment Link Institutional Strategic Plan Environmental Scans Enrollment Goals Retention Goals Marketing Plan Focus

15 Planning Plan the work Analyze the funnel Identify markets Successful current practices Planning assumptions Set the goals S.M.A.R.T. work the plan. Formulate key strategies Develop action plans for each key strategy Excessive Activity Syndrome Activity-Oriented vs. Results-Oriented Evaluation

16 Analyze the Enrollment Funnel Know the number and conversion/yield rate: Prospects Inquiries Applications Acceptances Assessment Enrolled Determine by term, market segment, program, etc.

17 Target Markets Primary: High-yield, easily identifiable Majority of time, energy, resources expended here Secondary: Lower-yield, substantially larger/more diverse Success often related to image/reputation and or unique programs/offerings By what means and with what resources can we achieve cultivation of secondary market? Tertiary/Test: Unknown quantity, could be productive To what extent should the college invest scarce resources in attempting to cultivate these markets without significant enrollment returns?

18 Successful Current Practices What are successful current practices at your institution? Noel-Levitz Recruitment Practices 2007 Common Planning Assumptions: Funding/staffing will remain the same or increase. The college s computer system will be adequate to support the needs of the recruitment pan. Tuition increases will not exceed 5%.

19 Set Goals S.M.A.R.T Specific, Measurable, Attainable, Realistic, Timely Key Strategies Designed to achieve established goals Use the 80/20 rule: 80% of results derived from 20% effort The challenge is to know which key 20% to focus on

20 Action Plans What are you going to do? When will it be done? Who will be responsible? How much will it cost? How will you know if it has been accomplished? Activity/ Description Timetable Responsibility Budget Control/ Evaluation Procedures

21 Excessive Activity Syndrome Activity Oriented Results Oriented Redefining issues Failing to set priorities Focusing on trivial/noncritical issues Working to improve too many procedures simultaneously Involving large numbers of people in improvement process Recommending specific actions to address issues Establishing top priorities Selecting issues that make the biggest difference Working to improve a small number of critical processes Involving participation of a limited number of interested persons

22 Evaluation Assessment techniques: Mailed, On-Site, Web/ , Telephone Surveys Focus Groups General things to remember: Assessment is not a one size fits all proposition Vary techniques to ensure gathering all the quality data possible There is no need to reinvent the wheel each time Quality assessment practices mold better programs and services, which means being better at everything else Call on institutional research experts to create an assessment tool Encourage staff to develop an assessment habit

23 Summary Student success is the objective when creating a recruitment plan Recruit to retain To creative an effective recruitment plan: Use the institutional strategic plan, environmental scan, enrollment data, marketing plan and retention goals S.M.A.R.T. goals allow institutions to: Maintain better control over enrollment Foster teamwork and collaboration Promote student success

24 Thank You! Moryah Jackson Midlands Technical College You Can Get Anywhere From Here! P.O. Box 2408 Columbia, SC 29202